{"id":326,"date":"2021-03-20T00:06:54","date_gmt":"2021-03-20T04:06:54","guid":{"rendered":"http:\/\/digital.hec.ca\/en\/?p=326"},"modified":"2023-03-22T17:29:00","modified_gmt":"2023-03-22T21:29:00","slug":"tips-for-developing-a-content-marketing-strategy","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/tips-for-developing-a-content-marketing-strategy\/","title":{"rendered":"Tips for developing a content marketing strategy"},"content":{"rendered":"

Developing the best content marketing strategy might imply to make a point of your brand and your objectives. However, the true focus should be on the kind<\/strong> of information you deliver, at what time<\/strong>, and with which channel<\/strong>. Above all, this is what’s truly essential to reach your prospects.<\/p>\n

Here are 6 tips for developing a perfect content marketing strategy.<\/p>\n

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1. Content marketing funneling<\/h3>\n

Firstly, a good content marketing strategy considers the funnel by which a prospect goes through to become a customer. In fact, this funnel is constituted of 3 stages.<\/p>\n

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\"Content<\/h3>\n

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The first stage is awareness<\/strong>. It represents the moment when a prospect becomes aware<\/strong> of an unfulfilled need and how you can be considered as the answer.<\/p>\n

The second stage is evaluation<\/strong>. Once a prospect is aware of their need, they can evaluate\u00a0<\/strong>their options. Namely, they can take a look at your competitors, or decide to take no action to fulfill their need.<\/p>\n

The third stage is conversion<\/strong>. After a prospect has evaluated his options, they are at the most crucial step \u2013 purchasing<\/strong>. This stage represents the number of leads you can convert<\/strong> into customers.<\/p>\n

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2. Intent-based content marketing<\/h3>\n

Secondly, the key to a good content marketing strategy is to understand the present<\/strong> intent of your prospects, and to predict their future<\/strong> intent. A great way to achieve this is to offer content that relates to the 3 stages of the funnel.<\/p>\n

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  1. Awareness<\/strong> \u2013 Blogs, social media updates, photos and videos, etc.<\/li>\n
  2. Evaluation <\/strong>\u2013\u00a0 Discounts, coupons, surveys, etc.<\/li>\n
  3. Conversion<\/strong> \u2013 Free trials, ”happy customer” stories, comparison and spec sheets, etc.<\/li>\n<\/ol>\n

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    3. Creating a positive user experience<\/h3>\n

    Thirdly, it’s crucial to create a positive user experience. The goal is to anticipate a prospect’s next logical intent, and to remove the friction<\/strong> between them and the next stage.<\/p>\n

    For instance, you can offer a prospect with an awareness<\/strong> intent to share their e-mail adress for access to more information. Comparatively, a prospect with a conversion\u00a0<\/strong>intent can be offered a free trial without asking for a payment method. In reality, by answering to a prospect’s present<\/strong> intent, it is easier to predict their future<\/strong> intent and to guide them through the funnel.<\/p>\n

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    4. Ad retargeting<\/h3>\n

    Then, an important part to designing your content marketing strategy is to understand the needs of your prospects. A great way to do this is to monitor their time spent on a piece of content. In reality, a prospect visiting your page is an indicator of at least some interest.<\/p>\n

    Ad retargeting\u00a0<\/strong>is a useful tool to follow up with a prospect in a timely manner. In addition, you have the chance to make an offer that fits their profile. It is used as a call-to-action instrument to convert<\/strong> leads.<\/p>\n

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    5. Content cross-channeling<\/h3>\n

    Next, a great way to reach prospects is to use channels where they might search for<\/strong> and share<\/strong> your content. A single piece of content could be published on multiple channels in an attempt to boost exposure<\/strong>.<\/p>\n